Down under, Coca-Cola Australia is auctioning off parts of the iconic Coca-Cola Kings Cross sign in Sydney, with all proceeds going to a local charity. Here's how you can own a piece of history.

Much like the treasured Coca-Cola sign at Piccadilly Circus, the Kings Cross Coca-Cola sign in Sydney has lit up the city's skyline for more than 40 years. And now it's time for the sign to help light up the lives of some "Sydneysiders" in a different way.

To raise money for charity, Coca-Cola is giving people a chance to own a piece of Kings Cross history. The iconic Coca-Cola sign is going up for auction, with all proceeds going directly to the Wayside Chapel – an organization that has operated in Kings Cross for more than 50 years, well before the sign itself was built.

The arrival of the sign in 1974 signalled big things for Sydney and the Kings Cross area. The Sydney Opera House was only a year old, and the Kings Cross tunnel was almost complete.

Under the banner of "love over hate", the Wayside Chapel’s community service centres help thousands of people every year access to essential health, support and related services. This is why Coca-Cola South Pacific is proud to be associated with the Wayside Chapel, deepening Coke’s connection to Kings Cross in the process.

“The Coca-Cola sign has been an iconic part of the Kings Cross skyline for more than 40 years. It’s one of Sydney’s most internationally recognizable landmarks, and we knew we had to find a way to keep a part of the old sign alive. What better way than to help a great local charity like the Wayside Chapel in the process?” said Coca-Cola South Pacific President Roberto Mercadé.

“We will not only find new homes for the old sign, but also have the opportunity give back to the Kings Cross community by raising money for people who need it most,” he added.

The auction will run on eBay from Wednesday September 7th to Monday September 12th.

The iconic sign became an instant landmark when it took pride of place at the top of William Street, still referred to as the gateway to the Cross.

“For as long as anyone can remember, the Coke sign has been an icon of Kings Cross,” said Graham Long, pastor at Wayside Chapel. “Just as important has been the work of The Wayside Chapel, providing a human presence for all those who’ve struggled or burned themselves out. Kings Cross has been a destination for a good time; some crash and some restart and find a new beginning. Almost entirely funded by community support, Wayside is delighted to use funds from the sale of the old Coke sign, to help some who are on their way to a better life."

The eBay auction at ebay.com.au/cocacola will run for five days starting 8 p.m. (Australia time) on Sept. 7 and concluding at 8pm on Sept. 12. Each letter of the classic Coca-Cola script sign will be auctioned off separately, and any member of the public can go onto the eBay Bid for Good site to place a bid.

Auction results will be announced at the official switch on of the new Coca-Cola sign in mid-September with more details to come.

The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, offering over 500 brands to people in more than 200 countries. Of our 21 billion-dollar brands, 19 are available in lower- or no-sugar options to help people moderate their consumption of added sugar. In addition to our namesake Coca-Cola drinks, some of our leading brands around the world include: AdeS soy-based beverages, Ayataka green tea, Dasani waters, Del Valle juices and nectars, Fanta, Georgia coffee, Gold Peak teas and coffees, Honest Tea, Minute Maid juices, Powerade sports drinks, Simply juices, smartwater, Sprite, vitaminwater, and Zico coconut water. At Coca-Cola, we’re serious about making positive contributions to the world. That starts with reducing sugar in our drinks and continuing to introduce new ones with added benefits. It also means continuously working to reduce our environmental impact, creating rewarding careers for our associates and bringing economic opportunity wherever we operate. Together with our bottling partners, we employ more than 700,000 people around the world.